The Importance of Metadata for Product Marketing


The Importance of Metadata for Product Marketing

Dr. Fabian Langenbach & Rüdiger Henrici

Product Metadata are the Interfaces to Search Engines

On the Internet, product websites and product brochures without metadata, are like a flagship stores without any connection to the public infrastructure. Nice to look at, if you know that it exists and you already know the way there. For all others, they remain invisible. Products can be equipped with a variety of different metadata. Their importance ranges from improving discovery to protection against identity theft and so-called "man in the middle" attacks.

Keywords

Keywords place Products in a Larger Context

It is difficult to find a product whose name I do not know. It is even more difficult, when I do not know that there is a product for my problem. Product-describing texts are not suitable to mention all the keywords that would be necessary for the search. For example, terms that describe the greater medical context of a product. The difficulty is, to name keywords that comprehensively place a product in a larger context.

Keywords need to be Tagged in the Metadata

Search engines prefer certain terms beeing tagged with the metadata-attribute "keyword". With the help of artificial intelligence, we automatically recognize 7,000 dental terms and definitions (of GLODMED, the Glossary of Dental Medicine) in texts for products and assign them as metadata to the product. Additionally, semantic analysis reveals the greater dental context of a product. As a result, products are better found and assigned to specialist areas.

Publication Information

Product PDFs are Distributed and Therefore need Metadata about their Validity

PDF is the abbreviation for “portable document format”, and that is what is being done with product and user manuals: They are downloaded and transported everywhere. Without metadata about the authors of a product nobody can be sure, whether the distributed PDF is original. Without metadata about the expiration date of a product information and a user manual, nobody can be sure whether a pdf is still valid.

What if ...

... a GDP uses an outdated user manual and thereby is harming the patient? With metadata about the authors of a PDF and about expiration dates, users can be sure, that they are using the original and up to date information.  

Corresponding Scientific and Clinical Literature

Literature References of Products help Customers at the Purchase Decision

In dental medicine it is important to know, in which procedure and treatment a specific product is used. This has several reasons:

Customers can see the quality and the effects of a product in the daily routine (e.g. the osseointegration of an implant, the quality of DVT images, the efficacy of canal sealer, etc.)

Customers gain confidence in a product, when they see their colleagues working with it.

Known experts serve as testimonials, when they use the product.

Finding all the scientific and clinical literature in which a specific product has been used is difficult. Manufacturers need access to all the paid scientific content of dental publishing houses. And they need a search engine, that can find a product in the text of a research article or the transcript of a video.

 “Science to Product” and “Product to Science” Journey

With our access to the complete publishing stock of the Quintessence publishing group as well as many other publishing houses and our powerful search engine myQ, we find products in ten-thousands of research articles. These references are tagged as metadata, and can be presented to the customers.

The other way round, products that have been used in an article are displayed next to the information of an article.